Netflix is using an AI-generated Gene Wilder voice in its Willy Wonka reality show
What happened
Netflix is releasing a new reality competition show titled Wonka’s The Golden Ticket on September 23rd. The show follows Netflix’s strategy of recreating high-stakes competition formats inspired by fictional scenarios, seen previously in Squid Game. A key detail in the promotional trailer is the use of an AI-generated voiceover impersonating Gene Wilder, the original Willy Wonka actor. Netflix partnered with the AI audio company ElevenLabs to produce this voice content with consent from Wilder’s family.
Why it matters
Netflix’s use of AI-generated voice cloning marks a deeper integration of AI in bringing legacy media properties to life with new creative approaches. The decision to work legally with Wilder’s family demonstrates a measure of respect for likeness rights, but also raises questions on how often and easily AI-generated voices might replace or replicate actors moving forward. For operators and content producers, this case illustrates the growing potential and pitfalls of AI voice tech: it can preserve iconic voices for new content but also demands clear rights management.
The technical choice to use AI-generated audio rather than re-recorded lines or deepfake video points to cost and efficiency improvements in producing promotional material. Yet, it also presses companies to define ethical and legal frameworks for how AI reproductions of deceased or unavailable talent should be handled. The fact that sets in the show are real and not AI fakes further signals a blend of practical production and selective AI use.
What to watch next
Operators and content creators should track how audiences react to AI-generated voices in high-profile projects to gauge acceptance levels and potential backlash. Watching how rights holders negotiate approvals for AI recreations will shape licensing norms for future media.
It’s also worth following the technology providers like ElevenLabs, whose tools enable this shift. Changes in pricing, accessibility, and controls on voice cloning tech will impact creator workflows and intellectual property enforcement. Finally, Netflix’s approach may influence competitors to adopt AI in their production pipelines, accelerating the normalization of AI-assisted content creation but also intensifying debates over digital likeness rights.
AI Quick Briefs Editorial Desk
